Busting Banner Blindness in B2B

Modern technology and communications channels have helped to make multitasking and instant gratification hallmarks of today’s world. And these tendencies are impacting advertising effectiveness.

Channel surfers watch two or three programs at once, flipping between them during commercials. Others record favorite TV programs, then minimize viewing time by racing through commercials at lightning speeds. It takes incredible imagery, text or brand recognition to stop these remote-wielding, couch jockeys in their tracks to view a commercial message.

A similar phenomenon–called banner blindness–is happening on the web. Familiar with the typical locations and styles of ever-present banner ads on websites, studies claim that many users either ignore or really don’t even see banner ads any more. This is thought to be one of the primary reasons average click-through rates (CTR) are hovering around 0.4%.

Here are some things we do to bust through banner blindness.

Targeting

• Focus your ad placement to the right B2B audiences. Be sure you’re placing the right message on the right site.
• Position your banner ad on the optimum section of the site–where your prospects will be looking for your information.
• Test multiple designs and messages for optimum CTR.
• Rotate ads and change out ads regularly to keep CTR high.

Creative

• Maintain a strong, consistent branding look in all ads. Even if a user is not clicking through, your banner ad is building brand recognition for future response when the prospect is ready.
• Design ads to have a similar look and feel as the site–without trying to dupe the reader into thinking you ad is content instead of advertising.
• Use animation or video for visual interest.
• Keep copy brief.
• Put important things first. Remember, people scan more than they read websites.
• Keep graphic weight light so it does not slow down the page when loading.

I’ll admit it; some banner ads can be very annoying - just like on TV. And I ignore them just like I surf over their counterparts from my couch. But when it comes to business and the hunt for specific solutions, information and products, well designed, targeted banner ads are a great way to cut a prospect’s search time while increasing your quality leads.

Steve